Audiences Research: Lost in Transition
Abstract
The digitization process has brought about an authentic revolution in the media system. The majority of the known “old media” has difficulties in finding an economic model to survive. They are anchored in a massive and centralized broadcasting model that can be considered basically dead. The same goes for something as basic to such a centralized model as audience research. After describing what has been the role of audience research in this model of mass broadcasting and how it has been maintained, despite the criticisms that emerged to its way of working from the main actors of that model, a synthetic summary of the challenges that audiences research must to take in order to adapt to digital transformation.
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